Pimp My Ride resurrected as branded content vehicle for eBay
Pimp my Ride, MTV’s motoring makeover series from the early noughties, is being resurrected for modern audiences as part of a branded content push.
Sponsored by eBay, the returning show will screen as a six-part series on MTV UK’s YouTube channel from August 19, presenting new and returning fans with 15-minute mechanical makeovers overseen by rapper Lady Leshurr.
Announced hours after ITV’s resurrection of Big Brother, the surprise reprise – which will be supported by TV commercials running on Paramount UK channels – will show how historic vehicles can be made roadworthy again while surfacing eBay’s specialism in sourcing car parts and accessories.
Developed in partnership with MediaCom UK, the social series will later be distributed on Facebook and Twitter with emphasis on the sustainability benefits of rescuing an existing vehicle over purchasing a new model straight off the production line.
Lindsey Jordan, head of media creativity at MediaCom UK, said: “Pimp My Ride completely changed how audiences viewed car ownership and fix-it-yourself improvements. And this wasn’t just a unique opportunity to bring a renowned show back to our screens, but a chance to connect a global marketplace on eBay with a wider car-loving audience. We’ve brought each car transformation to life and respected faithful fans who watched the show in the early noughties, all while ushering in an entirely new, young digital-first audience.”
Eve Williams, chief marketing officer at eBay UK, added: “Pimp My Ride is a cultural phenomenon invoking a sense of nostalgia that resonates with such a wide audience. For eBay, bringing the show back to viewers both old and new shows that anyone, from would-be DIY mechanics to motor enthusiasts, can try their hand at sourcing and installing cost-effective, ‘greener’ parts for their well-loved cars.”
Publicity for Pimp my Ride 2.0 begins today as part of a broader collaboration between eBay and MTV to open the eyes of audiences as to how rusting hulks can be turned into a motor head’s dream by using upcycled parts sourced from eBay’s Certified Recycle Hub.